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Development Media Theory

Development Media Theory encompasses communication strategies aimed at improving the quality of life in underdeveloped and marginalized communities. It includes various approaches such as information dissemination, behavior change, and media advocacy, while facing challenges like lack of infrastructure and dependence on developed nations. The effectiveness of these strategies is influenced by government policies regarding media freedom and control.

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1K views2 pages

Development Media Theory

Development Media Theory encompasses communication strategies aimed at improving the quality of life in underdeveloped and marginalized communities. It includes various approaches such as information dissemination, behavior change, and media advocacy, while facing challenges like lack of infrastructure and dependence on developed nations. The effectiveness of these strategies is influenced by government policies regarding media freedom and control.

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dsg8246
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Development Media Theory

Development media or Development communication refers to a


spectrum of communication processes, strategies and principles within
the field of international development, aimed at improving the
conditions and quality of life of people struggling with
underdevelopment and marginalization.
Reflective of the field’s historical evolution, Development
communication is characterized by conceptual flexibility and diversity in
the application of communication techniques used to address the
problems of development.
Some approaches in the field include information dissemination and
education, behavior change, social marketing, social mobilization, media
advocacy, communication for social change and participatory
communication. Development communication is for the betterment of
the society though raised from a particular group but affect the whole
mass for better.
The best source for information on this issue is the report of the
UNESCO sponsored international commission for the study of
communication problems. According to it, some common conditions of
developing countries that limit the potential benefits of other theories
here are:
 The absence of communication infrastructure
 Dependence on the developed world for hardware and software
 The commitment of these societies to economic, political and
social development as a primary national task
 The developing countries awareness of their similar identity and
interest in international politics.
The major thrust of development communication theorists has been on
the use of media as a support to national development programmes like
poverty alleviation, population control, literacy drive, employment
generation schemes etc.
However, the effectiveness of this theory depends on how governments
exercise their right to restrict freedom or to intervene in media
operations and how they use devices of censorship, subsidy and direct
control.

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